Introduction
Singapore Airlines is one of the world's leading carriers with an advanced fleet and it is internationally respected as the innovative market leader combining a quality product with excellent service .Being a international company in the competitive International business environment ,it has to face a number of competitions ,challenges ,changing environmental trends and options .To deal with these issues ,SIA pursue a number of management strategies while maintaining it’s key resources and secret of success. This report will analyse the Singapore Airline’s corporate strategy ,business environment ,key resources,key success factors and issues facing by the company.
Airline Business environment in Asia-Pacific
According to Asia Pacific Aviation Summit in February,2006, at the macro-economic level Asia Pacific growth is impressive and it is assume that the strong economic growth will continue in the future. Along with the economic growth ,the demand for airline industry in Asia-Pacific region increased. Especially for countries with strong economy like Australia ,Singapore ,China ,Thailand ,Japan and India ,the demand for the airline industry is very high and they expand their horizons to many part of the world . But other small countries with low economy like Burma ,Laos and Bangladesh can’t expand their horizons as the demand for their airline industry is low .So they just go to neighbouring countries .However ,the competition of airline business in Asia-Pacific region is still high as this region is the home of world major airlines such as Singapore Airlines (SIA) ,Thai Airways International ,Qantas etc.
In the past ,the airline business environment in Asia-Pacific region was affected by so many crisis suc ...